Man goes to extremes to scratch more tickets in new spot for New York Lottery

McCann’s 30-second spot promotes the new Xtreme Multiplier Series of Scratch-Off Games, which launched this month

Published On
Feb 02, 2024
A man sitting in a living room with steampunk hands attached to him

Editor's Pick

When Beth ventured out to go shopping, little did she know her husband Gary would embark on a DIY scavenger hunt at home, fashioning his own extraordinary steampunk-style suit.

The mission: to give himself more hands, so he can scratch multiple Xtreme Multiplier Series of Scratch-Off Games tickets from the New York Lottery at once.

“I couldn’t scratch with just two hands, so I multiplied them,” Gary tells Beth in the new spot from McCann New York. Inspired by the thrill of increasing his chances of winning, Gary puts together a hardware piece that attaches to his body, resembling Doc Ock-style tentacles straight out of a superhero movie.


The main protagonist’s harness is cleverly assembled with a blow-dryer, desk lamp and makeshift arm handcrafted from wood scraps. The creation symbolizes the heightened excitement and boosted winning odds associated with the new wave of lottery tickets, each with the power to multiply winnings up to 100 times.

“There are so many new Xtreme Multiplier tickets and chances to multiply your winnings, you might wish you had more hands to scratch them all,” said Shayne Millington, chief creative officer at McCann. “Because when it comes to multiplying your fun, we don’t just stop at the tickets—we go all in. Or should we say, all ‘hand’ in.”

After explaining to Beth the benefits of his invention, including the possibility of a top prize of $5 million, Gary unveils his specially designed feature—a small hand attached to a long tweed arm meant to take care of more detailed work.

“Don’t make the tiny hand angry,” says Gary to his wife, ready to win at all costs.

Vedran Rupic served as the commercial’s director, and Legacy Effects was in charge of puppeteering Gary’s suit. The campaign follows McCann’s recent projects for the New York Lottery, such as “Giving Is in the Air,” HGTV’s “My Lottery Dream Home” and “Picture a Win.”

The campaign will run on TV, OLV, digital video, out-of-home, radio and print across New York State with partners such as Univision, Time Out, Spotify, Pandora and Hulu. Viewers can catch the ad on Facebook, Instagram and Snapchat as well.


Feb 02, 2024
Client :
New York Lottery
Agency :
McCann-New York
Chief Creative Officer :
Shayne Millington
EVP Global Executive Creative Director :
Cristina Rodriguez Reina
EVP Global Executive Creative Director :
Pete Johnson
Group Creative Director :
Lucas Casao
Group Creative Director :
Guilherme Racz
Creative Director :
Lindsey Aquino
Creative Director :
Haley Cole
Senior Producer :
Tyler Neely
Business Manager :
Natalie Hernandez
Talent Manager :
Krenzy Vergara
Managing Partner :
Nikki Maizel
SVP Group Account Director :
Nancy Tynan
VP Account Director :
Molly Vossler
Account Supervisor :
Marina Quagliato
Project Manager :
Jackie Sheehan
EVP Executive Strategy Director :
Laura Frank
SVP Group Strategy Director :
Emily Brown
Associate Strategy Director :
Elise Rodriguez
Strategist :
Kyla Jackson
Social Strategy Director :
Liz Larkin
Social Strategist :
Tommy Boyce
Senior Community Manager :
Jordana Judson
Community Manager :
Miriam Morales
Production Company :
Director :
Vedran Rupic
Executive Producer :
Eriks Krumins
Head of Production :
Jennifer Gee
Line Producer :
Josh Porter
Production Supervisor :
Aurora Hendrickson
Post :
Editor :
Ryan Steele
Assistant Editor :
Devon Flint
Executive Producer :
Gina Pagano
Producer :
Alex Pinkett
VFX Artist :
Joseph Miller
Color :
Rare Medium
Colorist :
Mikey Rossiter
Producer :
Heath Raymond
Audio :
Revolve Audio
Sound Mixer :
Paul Weiss
Producer :
Bianca Muccia
Producer :
Kelly Ondris

Need a credit fix? Contact the Creativity Editors

Project Type